Iris Worldwide crowned Ad Agency of the Year + Digital Agency of the Year at Indonesia's Citra Pariwara 2013 Advertising Awards Festival

Indonesia's advertising festival Citra Pariwara 2013, hosted by the Indonesian Association of Advertising Agencies, concluded on a high note in Jakarta on Friday night.

Iris Worldwide Indonesia took out the Advertising Agency of The Year title, snatching 15 awards across the advertising categories with their two highly awarded campaigns - "Monsters Playground" and "Banana Republic". They edged out JWT and other high performing agencies including BBDO and Leo Burnett for the Agency of The Year award.

"Monsters Playground" is literally a big idea for the client - a mall in West Jakarta with giant LED screen outer wall that can be seen from miles away. The LED screen is turned into a playground for "monsters", and public can interact with the monsters via social media, even having a monster tuk-tuk (traditional transport) race.

"Banana Republic" is an example of charity idea that caught people off
guard. To raise the profile of a village slum in Jakarta that is struck
by flooding regularly, a listing is made on Airbnb, a large website for
private homes to be rented out. The honest depiction of the slum, placed
in the least expected medium, managed to raise substantial donation to
help ease the villagers' malady.

This
year Citra Pariwara took on the theme "A Celebration of Human Stories",
a reminder that amidst the glitter of fast-changing technology and
media landscape, great ideas are still rooted in human truths and
stories. And in turn, great ideas make great stories that traverse
multiple mediums.

"Staying true to the theme, this year's Citra
Pariwara features many ideas that are truly inspired by human stories",
said Lulut Asmoro, Chairperson of Citra Pariwara 2013 Committee and also
CEO of JWT Jakarta.

"This was made evident by ideas of diverse
platforms: from a maze that helps people imagine what it feels to be an
autistic child, the President's bust made of the same mud that has
drowned villages in East Java and rendered thousands of people homeless,
to a mobile app that helps monitor employees' happiness level. Along
the same spirit, distinguished speakers of Citra Pariwara 2-day Seminar
reminded us to see "humans" instead of "consumers", and demonstrated
that when technology meets human stories, magical ideas are born."

This
year's Citra Pariwara recorded the highest number of entries for the
past five years, with 1,090 entries in total. It was also an important
milestone in the festival's history, because for the very first time
Citra Pariwara awarded Media Agency of The Year and Digital Agency of
The Year. "The inspiration and retelling of human stories now happen in
ever expanding communication landscape. These new awards recognize Media
and Digital growing role in building brands", said Lulut Asmoro.

The
Students & Young Professional categories were given a task to fight
corruption, a brief from the country's Corruption Eradication
Commission (KPK). Students from universities across the country
participated with excitement.

Continuing its mission to raise
Indonesian creative standard to international levels, the jury panel
included some big regional and international names, such as Farrokh
Madon from Y&R Singapore, Andrew Petch from Saatchi Philippines,
Masaru Kitakaze from Hakuhodo Inc. Japan, Graham Kelly from Isobar Asia
Pacific. Speakers line-up for the Seminar include Juhi Kalia from JWT
Singapore and Dick Van Motman from Dentsu Network/Asia.

The
whole event has also seen significant process improvement from previous
years. Social media has been used extensively to promote the event and
invite entries. List of finalists were made available on website in
almost realtime after judging finished. "Our goal is not only to raise
the standard of the creative entries, but also the event itself" said
Ricky Pesik, the deputy chairman of Citra Pariwara committee.

The
award night took place in the spacious Epiwalk at Epicentrum, Kuningan,
Jakarta. Guests and public in general could engage with the event
through social media, where tweets were displayed on giant screens in
real-time. The event also received the honor of the presence of KPK
Deputy Chairman Bambang Widjojanto who also gave a short motivational
speech to keep the fight against corruption. The night also took a
minute of solemn break as Citra Pariwara paid tribute to Nelson Mandela
who had passed away the day before.

Other highlights of the night:

Media Agency of The Year: CaratDigital Agency of The Year: Iris Worldwide IndonesiaBest of Print: "Spot the Burglar" for Krisview by JWT JakartaBest of Film: "Holding Hands" for McDonald by Leo Burnett IndonesiaBest of Out-of-home: "Monsters Playground" for Mal Taman Anggrek by Iris Worldwide IndonesiaBest of Direct Promotion: "Banana Republic" for charity by Iris Worldwide Indonesia

Go to the website to see all entries, finalists, and winners of Citra Pariwara 2013.

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